Abstract: This case study explores the journey of Selligion Technologies Private Limited, an Indian start-up striving to bridge the digital divide by offering affordably priced computers for every Indian school going child. The company introduced low-cost PCs ‘Praho’ designed specifically for school-going child with free learning content and a monthly subscription cloud service model in urban Chennai, India. Despite this innovation, the company faced strategic dilemmas related to product adoption, pricing, scalability, and customer acquisition. Although, there is a huge untapped market since less than 8% of Indian households with a school going child have access to a computer. The primary reason for this disparity is that computer in general is unaffordable for most Indian homes. Selligion Technologies Private Limited was established in 2020. In 2021, 2022 and 2023, they were turning a decent profit, but they struggled to grow their company and persuade customers to buy their product more widely. The case illustrated concern regarding the consumer behaviour, startup's positioning, viability, and scalability.

Learning Objectives

This case is appropriate for teaching undergraduate and postgraduate management students in marketing management, strategic marketing, and consumer behaviour courses. This will allow students to engage in marketing mix, consumer behaviour, branding, pricing, and growth strategy. Ultimately, students should possess the capability to engage in discussions and debates regarding the multiple inquiries regarding marketing aspects posed in this scenario.

• Understand how digital divide issues create both barriers and opportunities for innovation.
• Analyze the core competitiveness and opportunities of local PC manufactures in emerging markets like India using SWOT or Porter or PESTEL framework.
• Apply marketing mix frameworks (4Ps) to develop an effective strategy for low-cost PCs Startup Selligion.
• Explore market development strategies and strategic trade-offs in scaling issues for tech-oriented startups.